A new 45sqm The Watch Collection store has opened in the departure lounge at London City Airport with a focus on the luxury shopping experience.

The store is managed by Aelia duty free (a brand of the Lagardére parent company) who already run the main duty-free outlet in the departures area. The new The Watch Collection store, which is  Lagardère’s own-brand concept, will be the third example opened in UK airports to date.

Brands on offer include TAG Heuer, Montblanc and Longines and travellers to domestic and European destinations will be able to make the most of the Shop & Collect service which allows them to collect their goods already gift-wrapped when they return to the airport.

London City Airport commercial concessions manager Tim Ward said: “As a premium airport close to the centre of London, our passengers are accustomed to the very highest quality of retail options, so The Watch Collection is an apt addition to London City Airport’s retail offer. With business travellers comprising around 54% of our passengers, there is a captive audience for luxury watches and we look forward to working with Lagardère to make The Watch Collection a great success.”

This latest outlet is a “strategic” move from Lagardère, with a specific selection of brands aiming to capture the attention of the demographic of passengers who pass through the airport.

Lagardère Travel Retail UK & Ireland managing director Amaury Dehen said: “We are thrilled to announce this opening at London City Airport. Luxury watches and accessories is a category we are keen to develop in the UK.

“Thanks to our strong brand partnerships and specialist The Watch Collection concept. We are confident our brand portfolio and service offering will be very well received by passengers at London City Airport.”

See more on shopping at London City Airport here